Medela | Public Relations
The Situation
The maternal and infant health space is one of the most emotionally driven and ever-evolving categories in consumer wellness. Medela had spent more than 60 years shaping breastfeeding technology, setting the clinical standard in hospitals worldwide, yet that institutional credibility wasn’t reaching the consumer parenting outlets where new parents actually make decisions.
Competitor brands had built a visible presence in the publications Medela’s customers relied on most (The Bump, What to Expect, Babylist) while Medela held just 4% of competitive earned media share of voice in the pumping category. With a pipeline of new innovations ready to launch, the opportunity was significant — and so was the bar.
Medela engaged CBC to rebuild its earned media presence, establish the brand in top consumer parenting outlets, and reclaim its position as the category leader it had always been.
The Solution
CBC kicked Medela’s media relations into high gear with a proactive earned media program designed to put the brand into the product conversations new and expecting parents were already having.
Drawing on deep media relationships and creative storytelling, CBC zeroed in on the angles and news hooks that made Medela’s story impossible to ignore — crafting compelling press materials, coordinating product mailers that put Medela directly in the hands of key media, and earning high-impact coverage across consumer, parenting, trade, and lifestyle outlets.
CBC’s approach went beyond traditional media relations. From concepting and executing a standout launch event for the Magic InBra to pursuing and winning industry award recognition, every tactic was designed to build Medela’s authority, deepen its credibility, and ensure the brand showed up in all the right places.
The Results
58
Earned Placements
June 2025 – June 2026
1.3B
Earned Impressions
+725%
Share of Voice
4% → 33% YoY
5
Award Wins
